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Suppose you were asked to prepare a cultural analysis for a potential market.

What would you do? Outline the steps and comment briefly on each.
Culture deals with a group’s design for living. It is pertinent to the study of marketing, especially
international marketing. If you consider the scope of the marketing concept—the satisfaction of
consumer needs and wants at a profit—the successful marketer clearly must be a student of culture.
In fact, culture is pervasive in all marketing activities—in pricing, promotion, channels of
distribution, product, packaging, and styling—and the marketer’s efforts actually become a part of
the fabric of culture. How such efforts interact with a culture determines the degree of success or
failure of the marketing effort.
The manner in and amount which people consume, the priority of needs and wants they attempt to
satisfy, and the manner in which they satisfy them are functions of their culture that temper, mold,
and dictate their style of living. Culture is the human-made part of human environment—the sum
total of knowledge, beliefs, art, morals, laws, customs, and any other capabilities and habits
acquired by humans as members of society.

It is neither a treatise on cultural information about a particular country nor a thorough marketing
science or epidemiological study of the various topics. Rather, it is designed to emphasize the
importance of cultural differences to marketers and the need to study each country’s culture(s) and
all its origins and elements, as well as point out some relevant aspects on which to focus.

Geography- Geography exercises a more profound influence than just affecting the sort of
jacket you buy. Indeed, geography (broadly defined here to include climate, topography, flora,
fauna, and microbiology) has influenced history, technology, economics, our social institutions,
perhaps even the boy-to-girl birth ratio. Geographical influences manifest themselves in our
deepest cultural values developed through the millennia, and as geography changes, humans can
adapt almost immediately.

The rivers and the bays make the Netherlands a great
trading country. But the miserable weather, rain, and
snow more than 200 days per year make it a
colorless place, gray nearly year-round. The Flying
Dutchmen not only went to the Spice Islands for
spice for the palate; they also went to the eastern
Mediterranean for spice for the eyes. The vibrant
colors of the tulip first came to Europe from the
Ottoman Empire on a Dutch ship in 1561.

The Floriad, the biggest exhibition of flowers on
earth, happens once every decade. You can go to the
next one in 2012.

Prices plummeted when the government took control in 1637. the Pope addresses the world at St. Technology. The technology in the story comes in the name of Carolus Clusius. at the Aalsmeer Flower Auction near Amsterdam. Finally. Every Easter Sunday. ironically. This derivatives market yielded prices in today’s dollars of $1 million or more for a single bulb. Now at the Amsterdam flower market. the prices are set for all flowers in all markets around the world. sponsors the largest floriculture exhibition in the world.” Thus. “Bedankt voor bloemen. The Dutch government. Social Institutions. The Dutch enthusiasm for the new “visual drug” was great. You can go next in 2012. Prices exploded. you can buy a black tulip bulb for about a dollar! Four hundred years later. The Dutch remain the largest exporters of flowers (60 percent global market share). the one-dollar black tulip is available in the Amsterdam flower market. once every tenth year. and speculators bought and sold promissory notes guaranteeing the future delivery of black tulip bulbs. shipping them across Europe by trucks and worldwide by air freight. Its most potent form was. and the tulip trade became international for the Dutch. This manipulation added to their appeal and value. Peter’s Square in Rome reciting. it also caused the first great market bust in recorded history. the black tulip. Not only did the tulip mania create futures markets. he thanks the Dutch nation for providing the flowers for this key Catholic ritual. a botanist who developed methods for manipulating the colors of the tulips in the early 1600s. the Floriad. enough to buy a 5-story house in central Amsterdam today.History. .

Peter’s Square on Easter Sunday surrounded by Dutch flowers. when Van Gogh went to the sunny and colorful south of France. not the least of which is their high consumption rate. of course. Artists generally paint in the colors of their surroundings. Rembrandt Van Rijn’s paintings. A quarter century later. his compatriot Vincent Van Gogh used a similar bleak palette when he worked in Holland. Aesthetics as Symbols. there he painted flowers! . The high value the Dutch place on flowers is reflected in many ways. Cultural Values. Rijksmuseum. reflect a dark palette. the colors begin to explode on his canvases. Amsterdam). The Pope in St. And. Later. including his most famous Night Watch (1642.